Young consumers will “go above and beyond” for brands who support the causes they believe in. According to market research firm Toluna, although 29% of Millennials are skeptical towards brands supporting causes, almost half say they will seek out brands that align with the ones they support. They are also more likely than older generations to put more money on it: 47% of Millennials would be willing to pay more for products if it ensures the money goes towards causes they support, compared to 32% of Gen Xers and 15% of Boomers. (Adweek)
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